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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Urban Summer
Creative Director Alessandro Guidini
Art Director Olivie Lutaud, Eddie Petriccione, Fabiano Coelho
Released September 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: CIA DAS LETRAS
Product/Service: BOOK COMPANY
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: URBAN SUMMER, Sao Paulo, BRAZIL
Entry URL:
Creative Director: Alessandro Guidini (Urban Summer)
Projects Director: Caio Bamberg (Urban Summer)
Copywritter: Sandra Magalhães (Urban Summer)
Creative Supervisor: Thomas Zander (Urban Summer)
Art Director: Eddie Petriccione, Olivie Lutaud, Fabiano Coelho (Urban Summer)
Planner: Gabriel Zuccoli (Urban Summer)
Flash Developer: Mariana Stefani (Urban Summer)
Developer: Michel Oliveira (Urban Summer)
Chief Executive Officer: Andre Diniz (Urban Summer)
Programmer: Otávio Augusto (Urban summer)
Account Director: Eduardo Grinberg (Urban summer)
Account Manager: Bruna Lobatto (Urban summer)
Marketing Manager: Joana Reiss Fernandes (Companhia das Letras)
Media placement: Internet - Social Networks (Wordpress, Facebook, Flickr. Orkut, Twitter) - 1 September 2009

Describe the brief/objective of the direct campaign.
To launch the third book of Stieg Larsson’s Millennium Trilogy, with a restricted budget in a market where people do not have the habit of reading. The series sold more than 15 million copies worldwide. The sales of the first two volumes totaled almost 80 thousand copies in Brazil. The book market in Brazil is very modest when compared to other countries. The average Brazilian reads 4.7 books a year, while in the USA and France this number rises to 7 and in Nordic Countries it reaches 15. However, only 1% of books read in Brazil are non-educational.

Explain why the creative execution was relevant to the product or service.
70% of internet users access social websites. This is the perfect environment for the character to come to life and surprise the audience. Direct contact with the target, personal interactions and conversations in Swedish (Salander’s native language) warmed up the relationships. Even knowing that it was a marketing campaign, people ignored this fact, and established a relationship of affection and closeness with the character. They took interest in her life, commented on her posts, talked to her through messenger and sometimes even flirted with her.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The main character in this contemporary thriller is the hacker “Lisbeth Salander”. Computers and the internet are her environment, we used this in our favour. With an almost non-existant mailing list (86 people) we identified appropriate niches to form a base for the campaign and brought Lisbeth Salander to life on the internet interacting directly with our target audience. She sabotaged the Book Company, distributed proof copies with the help of an actress hired for the campaign. Social media websites were used for interaction. She challenged and recruited followers to complete tasks and distributed rewards, creating awareness and spontaneous media.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In 60 campaign days the book blog received 69.000 visits with a of 05m20s average navigation time. Compared to the first month of sales, the third volume sold 654% more than the first one. In this period the third volume sold 37.220 units and increased sales of the first two volumes by 142% compared to the previous month. Throughout the campaign the book remained in the top 10 books of Brazil’s main bookstores. 42.888 units of the third volume were sold with an investment of U$15.000 .The campaign’s ROI was 1853%. (Estimated campaign reach on social networks 1.284.390 people)